The Role of Marketing in Fintech: Spotlight on Influential Leaders
In the rapidly evolving world of fintech, marketing plays a pivotal role in shaping brands, building consumer trust, and driving business growth. As the industry continues to expand, the importance of effective marketing strategies cannot be overstated. This month, the Fintech Marketing Hub released its third edition of the Top 30 Most Influential Fintech Marketers, highlighting the C-level marketing executives who have made significant contributions to the sector’s success over the past year.
The Selection Process
The selection of these influential marketers was conducted by a jury of marketing experts from notable companies such as Finastra and Square. The criteria for inclusion in this prestigious list included the degree of influence, achievements over the past year, total reach across various channels, engagement levels, relevance of insights, community involvement, media appearances, and notable accomplishments like brand campaigns and awards. This rigorous evaluation process ensures that only the most impactful leaders are recognized.
Celebrating Diversity in Leadership
Among the 30 marketers featured in this year’s list, an impressive 16 are women. This representation underscores the growing influence of female leaders in the fintech industry, showcasing their innovative approaches and creative strategies that are shaping the future of finance. These women are not just participants in the industry; they are trailblazers, breaking barriers and setting new standards for excellence.
Spotlight on Influential Marketers
Amélie Arras, Marketing Director at Zumo
Amélie Arras has been instrumental in driving awareness and accessibility to cryptocurrency through her role at Zumo, a UK-based cryptocurrency wallet and payment platform. Her unique background, including being the first woman to travel the world using only bitcoin, provides her with firsthand insights into the challenges and opportunities within the crypto space.
Betsy Samuel, CMO of Global Processing Services
With over 30 years of experience in global financial services, Betsy Samuel leads the marketing efforts at Global Processing Services (GPS). Her expertise in consumer payments behavior and electronic banking has positioned her as a key player in the evolution of payment networks.
Christina Walls, CMO at Intelliflo
At Intelliflo, Christina Walls oversees marketing, communication, and consumer experience strategies. Her extensive experience across various industries and cultures equips her with a unique perspective on how to effectively engage diverse audiences.
Courteney Way, Senior Product Marketing Manager at Tide
Courteney Way’s focus on integrated marketing strategies and execution has made her a vital asset at Tide, a provider of SME business accounts. Her experience in both B2B and B2C sectors allows her to design and implement effective marketing campaigns that resonate with customers.
Gemma Young, Chief Growth Officer at TechPassport
Gemma Young is not only responsible for managing growth at TechPassport but is also the founder of the award-winning community, Women of Fintech. Her commitment to diversity and inclusion is evident in her efforts to promote gender equality within the fintech sector.
Katarina Nordin, Head of Global Marketing at Adyen
Katarina Nordin leads the global marketing function at Adyen, focusing on driving revenue through collaboration with commercial teams. Her background in brand strategy has equipped her with the skills to build bold brands that resonate with consumers.
Laure Boutron, Global Head of Marketing and Communication at Treezor
Laure Boutron’s extensive experience in financial services and fintech has made her a key figure at Treezor. She is responsible for executing the global go-to-market strategy and managing international marketing campaigns across multiple regions.
Lucy Heavens, VP Marketing at Hokodo
Lucy Heavens is a thought leader in the fintech space, with a strong focus on digital marketing and demand generation. Her insights into fintech, regtech, and digital transformation make her a valuable contributor to industry discussions.
Mia Iwama Hastings, Director of Marketing at Minna Technologies
Mia Iwama Hastings leads the global marketing strategy at Minna Technologies, specializing in subscription management. Her expertise in B2B fintech marketing and go-to-market strategies drives revenue growth and brand awareness.
Miranda McLean, Chief Communications and Sustainability Officer at Banking Circle Group
Miranda McLean has played a crucial role in establishing the brand identity and marketing strategy for Banking Circle Group. Her focus on sustainability and communications reflects the growing importance of corporate responsibility in fintech.
Niki Sotiropoulou, Group CMO at Viva Wallet
Niki Sotiropoulou leads marketing efforts at Viva Wallet, focusing on driving merchant growth through innovative marketing strategies. Her extensive experience in marketing and communications positions her as a leader in the digital payments space.
Nim Haas, Global VP of Marketing at Pannovate
Nim Haas co-founded one of France’s largest e-loan platforms and has over 20 years of experience in marketing within the tech sector. Her consultancy work with fintech companies highlights her expertise in addressing industry challenges.
Nora Duggan, CMO at Taxback International
Nora Duggan specializes in strategic marketing planning and revenue generation at Taxback International. Her track record in developing strategic partnerships demonstrates her ability to drive growth and innovation.
Polly Gilbert, CMO at Tembo
Polly Gilbert leads brand and growth initiatives at Tembo, a fintech startup focused on family lending. Her previous experience in tech-for-good initiatives showcases her commitment to social impact.
Sam Shrager, Executive Director of Marketing and Communications at BCB Group
With over 30 years of experience, Sam Shrager heads PR and marketing at BCB Group. Her influence in the fintech and crypto sectors positions her as a prominent thought leader.
Sangeetha Narasimhan, ex-Global Acquisition Marketing at Mambu
Sangeetha Narasimhan has a proven track record in scaling SaaS-based businesses. Her expertise in marketing operations and demand generation has driven significant growth for various organizations.
The Future of Fintech Marketing
As the fintech landscape continues to evolve, the role of marketing will remain crucial in fostering innovation and driving consumer engagement. The leaders recognized in the Top 30 Most Influential Fintech Marketers exemplify the talent and vision needed to navigate this dynamic industry. Their contributions not only enhance their respective companies but also shape the broader fintech ecosystem, paving the way for future advancements and opportunities.